Cause Marketing Fruit Trees

Communities Take Root is an effort from Dreyer’s Fruit Bars brand, started in 2010, that plants fruit tree orchards in deserving neighborhoods across the country.

Dreyer’s, owned by Swiss food giant Nestle, partners with the Fruit Tree Planting Foundation to fulfill the backend of the promotion. There’s a nomination procedure at www.communitiestakeroot.com. Nominated communities then seek votes online at the same website. Top vote getters receive a fruit orchard planted by locals with the Tree Planting Foundation’s help and advice.

The promotion is activated via PR and on Dreyer’s packaging (see at left). The YouTube video that explains the promotion has a scant 383 views, two of them mine, since it was posted back on Feb. 21, 2011.

I have just enough Jeffersonian Ideal of a Democratic agrarianism in me to admire and appreciate when the American economy was based mainly on agriculture that one of the first things settlers would do was plant a fruit tree orchard. Even today, there are wide swaths of Phoenix, Arizona, my hometown, where you can walk up to orange or grapefruit tree planted in the lawn strip between the sidewalk and the street and grab some citrus. So I love the idea of this promotion.

In the video, Dreyer’s promises long-term support. And why wouldn’t they? Fruit trees just aren’t that expensive. In fact, even communities that don’t win a full orchard nonetheless get three starter fruit trees with instructions on how to plant them.

But to me this promotion seems to have missed some tricks, reflected in part by the 383 viewings the explanatory video has on YouTube.

First off, I wondered why Dreyer’s went to the expense to build a separate website. This kind of promotion is tailor-made for Facebook Oh, I know that Facebook isn’t without its challenges and difficulties. But they’re more than made up for that by the ease with which Facebook allows participating communities to spread the word.

Secondly, I found the website more vague than it needed to be on the issue of whether the contest was still active. In fact, Communities Take Root approves communities in tranches and 2012 has more than one tranche of winners. But on the home page there are two side-by-side buttons that respectively read ‘Vote Now’ and ‘See the Winners.’

Having waves of winners is the right approach. But since most such contests are winner-take-all, the buttons confused me at first.

Comments

Part 2: How Chili's Used Cause-Related Marketing to Raise $8.2 million for St. Jude

[Bloggers Note: In this second half of this post I discuss the nuts and bolts of how Chili's motivates support from its employees and managers and how St. Jude 'activates' support from Chili's. Read the first half here.] How does St. Jude motivate support from Chili’s front line employees and management alike? They call it ‘activation’ and they do so by the following: They share stories of St. Jude patients who were sick and got better thanks to the services they received at the hospital. Two stories in particular are personal for Chili’s staff. A Chili’s bartender in El Dorado Hills, California named Jeff Eagles has a younger brother who was treated at St. Jude. In both 2005 and 2006 Eagles was the campaign’s biggest individual fundraiser. John Griffin, a manager at the Chili’s in Conway, Arkansas had an infant daughter who was treated for retinoblastoma at St. Jude. They drew on the support Doug Brooks… the president and CEO of Brinker International, Chili’s parent co...

Chili’s and St. Jude Children’s Research Hospital

I was in Chili’s today and I ordered their “Triple-Dipper,” a three appetizer combo. While I waited for the food, I noticed another kind of combo. Chili’s is doing a full-featured cause-related marketing campaign for St. Jude Children’s Research Hospital. There was a four-sided laminated table tent outlining the campaign on the table. When the waitress brought the drinks she slapped down Chili’s trademark square paper beverage coasters and on them was a call to action for an element of the campaign called ‘Create-A-Pepper,’ a kind of paper icon campaign. The wait staff was all attired in black shirts co-branded with Chili’s and St. Jude. The Create-A-Pepper paper icon could be found in a stack behind the hostess area. The Peppers are outlines of Chili’s iconic logo meant to be colored. I paid $1 for mine, but they would have taken $5, $10, or more. The crayons, too, were co-branded with the ‘Create-A-Pepper’ and St. Jude’s logos. There’s also creatapepper.com, a microsite, but again wi...

Cause-Related Marketing with Customer Receipts

Walgreens and JDRF Right now at Walgreens…the giant pharmacy and retail store chain with more than 5,800 stores in the United States and Puerto Rico… they’re selling $1 paper icons for the Juvenile Diabetes Research Foundation (JDRF). This is an annual campaign and I bought one to gauge how it’s changed over the years. (Short list… they don’t do the shoe as a die cut anymore; the paper icon is now an 8¾ x 4¼ rectangle. Another interesting change; one side is now in Spanish). The icon has a bar code and Jacob, the clerk, scanned it and handed me a receipt as we finished the transaction. At the bottom was an 800-number keyed to a customer satisfaction survey. Dial the number, answer some questions and you’re entered into a drawing for $10,000 between now and the end of September 2007. I don’t know what their response rate is, but the $10,000 amount suggests that it’s pretty low. Taco Bell’s survey gives out $1,000 per week. At a regional seafood restaurant they give me a code that garner...

Cause Marketing

Search This Blog